WASHINGTON, D.C., AUG. 25, 2010 (Zenit.org).- On Aug. 13, the U.S. Food and Drug Administration (FDA) announced the approval of a new "emergency contraceptive" called "Ella." Its competitor, Plan B, is said to "prevent pregnancy" up to 72 hours (3 days) after intercourse. Ella boasts of 120 hours (5 days) of post-coital effectiveness. The drug is produced by the Paris-based pharmaceutical company HRA Pharma and will be marketed by Watson Pharmaceuticals based out of Morristown, New Jersey. The FDA advisors voted unanimously to approve the drug.